What makes tourists satisfied? an empirical study on Malaysian Islamic tourist destination

ISSN 1990-9233

© IDOSI Publications, 2013

DOI: 10.5829/idosi.mejsr.2013.14.12.2250

Corresponding Author: Abdul Highe Khan, Faculty of Economics and Management Sciences, International Islamic University Malaysia, Malaysia.

What Makes Tourists Satisfied? An Empirical

Study on Malaysian Islamic Tourist Destination

*1 1 2

Faculty of Economics and Management Sciences,

1

International Islamic University Malaysia, Malaysia Graduate School of Management,

2

Multimedia University, Malaysia

Abstract:The main objective of this study is to explore influential factors that lead to tourist’s satisfaction in destination based Islamic tourist destinations in Malaysia. This research is necessary to provide a better understanding of the Muslim tourist satisfaction in Malaysian Islamic tourist destination in the different facets. The identification of influencing factors that make Muslim tourist satisfied help Islamic destination marketer to make strategic marketing plans. Multiple Regressions was employed to identify the relationship among the variables. From the analysis it was found that destination image, religious motivation and service quality have a positive relationship with tourist satisfaction on islamic tourist destination in Malaysia.

Key words: Destination Image Religious Motivation Service Quality Islamic Tourism Tourist Satisfaction Malaysia

INTRODUCTION previous time many research conducted in Islamic tourim

Tourism industry is evidently a large international Saudi Arabia [3, 4] and found that Islamic tourism is industry with huge potential for growth. It is becoming an popular among Muslim tourists. The purpose of this increasingly global and complex phenomenon with research is to identify the factors that influence Muslim sociological, behavioral, economic, political, cultural, tourists to opt for Islamic tourism. There are many Islamic environmental and educational dimensions. For many tourist destinations in Malaysia and every year countries, tourism is an increasingly important source of thousands of Muslim tourists come to Malaysia to visit income, employment and wealth. Robinson [1] considered those destinations. Despite this, there remains a little tourism to be the ‘largest of multi-national activities’ research gap to identifies the factors that influence which accounts for a larger share of foreign exchange Muslim tourists and their choice of Islamic tourism receipts and export earnings than any other industry. destinations.

Sheller and Urry [2] added that tourism is the largest

industry in the world and emphasized the mobility MATERIALS AND METHODS produced by tourism in that it affects almost everyone

everywhere. Destination Image: Destination image is an essential

There are 57 Islamic countries with many tourist factor to encourage tourists towards any destination [5]. destinations. The Organization of the Islamic conference If any destination management can create positive images (OIC) is the governing body charged with maintaining of the destination, number of tourists will increase [6]. relations between Muslim countries. Among its agendas A strong destination image gives a competitive advantage is to promote Islamic tourism among Muslim countries.In over competitors [7, 8]. Destination image influences the in many countries such as Malaysia, Palestine, Iran and

decision making process of the tourist. If the tourist has their service, managers can satisfy their tourist and make a positive perception of the destination then they are tourist loyal to the destination [26]. According to Sparks likely to visit [9-11]. and Westgate [27], poor service quality hampers the Destination image plays an important role in potentiality of that business and influences customers to choosing the tourist destination. A positive destination switch service providers. This premise is applicable to the image enhances the probability of greater tourist numbers tourism industry. If any particular tourist destination fails [12, 13]. According to Baloglu and McCleary [14], to provide quality services then customers will choose destination image in tourist industry has three categories other destinations [27].

(1) cognitive factors: the estimation of site selection of the

tourist, (2) affective factors: perception and attitude Tourist Satisfaction: Tourist satisfaction is related to the towards the destinations and finally (3) conative factors: mental state of the tourist rather than the physical state. the selected destination. Tourists can notice their satisfaction when he or she Religious Motivations: Motivation plays a significant satisfaction refers to the pleasure of the tourist after role in travelling. Travelling motivation refers a set of visiting any particular tourist destination. Tourist measure interests that influence a tourist to travel. Tourists may satisfaction by comparing the expected service with the travel for recreation, social status, culture, spiritual actual service of the destination [31, 32]. Tourist purposes [15]. Two motivational factors influence satisfaction leads to repeat visits and a positive image tourists to visit any destination, pull motivational spread through word of mouth. A positive image shared factors and push motivational factors [16, 17]. through word of mouth between tourists increases the Push motivational factors are related to internal aspects number of tourists visiting a certain destination [17, 33]. of the tourist, for instance economic condition, social

status, demographic factors such as education level, age, Destination Image and Tourist Satisfaction:Destination occupation, gender and income [18]. On the other hand, image has a positive influence on tourist satisfaction. pull motivational factors are external aspects of tourism If tourists perceive positive image for any destination in that attract tourists to travel such as travelling time and their mind, then they will be satisfied easily. A better

cost [19, 20]. destination image provides mental satisfaction of a given

There is a close relationship between tourism and destination [32, 34, 35]. Mohamad et al. [36] conducted a religious motivation. Henderson [21] found that some research In Malaysia and found that destination image is tourists are religiously motivated to visit religious one of the important antecedents for tourist satisfaction. destinations. Religious destinations refer to any event, During the 2002 world cup football, Lee et al. [37] led a religious festival, or memorable place. He also found that research on destination image of Korea. Based on the religious tourism gives tourist mental and spiritual study, they concluded that destination image was one of benefits. In Islamic tourism, Muslims do not just visit the essential antecedents of tourist satisfaction on places; rather they seek the mercy of Allah S. W. T. Korean tourist destination.

For instance, during the Hajj and Umrah pilgrimages, The main success of any destination depends upon Muslims are satisfying one pillar of the five pillars of the level of satisfaction of tourists [35, 38]. Chen and Tsai Islam. During traveling of their pilgrimage, Muslims [32] and found a close relationship between tourist tourists often visit Islamic historical places [22]. destination image and tourist satisfaction. Research has Visiting such places can be a form of relaxation and proven that the main attraction of a tourist service is the educate Muslims of the history of Islam [23]. destination. Chi and Qu, [34] confirmed that there are Service Quality: According to Zeithaml and Bitner [24], destination image is a significant factor. Without building service quality is the customer’s judgment of the a positive destination image on tourist mind, it is difficult standard or quality of the service. Service quality is the to make any single tourist satisfied. Based on the heart of the business prosperity of the service industry literature, this study proposed that:

[25]. Better service quality brings more customers and

generates more revenue. It is in the interest of the H1: There is a positive relationship between Destination

managers of every tourist destination to be concerned image and Tourist Satisfaction

with improving the quality of their services. By improving Religious Motivations and Tourist Satisfaction

visits their favorite destination [17, 28-30]. Tourist

Destination Image Religious Motivation

Service Quality

Tourist Satisfaction

There is a close relation between tourist motivation The conceptual research model of this study: and satisfaction. Beerli and Martín [10] mentioned that

motivation is the need that drives an individual to act in a certain way to achieve the desired satisfaction. According to Yoon and Uysal [17], tourist satisfaction works as a mediator between travel motivation and tourist destination loyalty. Valleet al, [39] also found a similar result. In the context of Islamic tourism, it is obserbed that

thousands of Muslim tourists visit Islamic tourist Figure 1: The Proposed model of Tourist Satisfaction destination in Malaysia. Based on that it can assume if

tourists have religious motivation to visit Islamic tourist questionnaire. After modifying questionnaire we destination, then there is a chance to be satisfied. For this distributed 300 questionnaires at various Islamic tourist reason this study proposed that: destinations in Selangor and Kuala Lumpur, This research

H2: There is a positive relationship between Religious procedure. Respondents were informed about the purpose

Motivation and Tourist Satisfaction of the research before distributing the questionnaire.

Service Quality and Tourist Satisfaction Data collected from different Islamic tourist destination

Service quality has been associated with customer each of the named items was measured using a five satisfaction. Service quality is the overall valuation of point rating scale (1= strongly disagree; 2 = disagree; service. Not only are core products or services evaluated 3= neutral; 4 = agree; and 5 = strongly agree). but all supporting services as well [40-43]. Customers with After examining the questionnaires, this research kept positive views of service quality are likely to be more only those questionnaires that were fully completed by satisfied compared to other customers [44-46]. the respondents. For the successful completion of this Better service quality of destination attracts tourists research this study has rejected 44 questionnaires and and leads to greater tourist satisfaction. According to has kept 256 questionnaires for analysis.

Kumra, [47], tourist satisfaction is the final outcome of

better service quality. Kumar’s study of rural tourism in RESULT AND DISCUSSION India led him to assume that service quality of Indian

tourist destinations satisfied both local and international To analyze the data, Statistical Package for the tourist. Lee [48] directed research in Taiwanese tourist Social Sciences (SPSS) 18 version software was destinations and stated that the Taiwanese tourist used. Descriptive analysis was conducted to find department satisfied tourists by offering excellent service out the demographic background of the tourists. quality. The study of Olsen [49] indicated that superior The demographic part comprises of gender, age, marital service quality brings about customer satisfaction which status, country, academic qualification, profession, results in customer loyalty. It is not easy to achieve monthly income, number of visitation in Malaysia, name customer satisfaction and loyalty. Better service quality of destination visited. In terms of respondent’s gender, enhances the chances to achieve customer satisfaction Table 1 shows that 58% of respondents were male and and loyalty. This study like to test following hypothesis: 42% were female. The classification of samples in terms of

H3: There is a positive relationship between Service single, 57% respondents were married. In case of

Quality and Tourist Satisfaction respondents age huge number of respondents are

Research Methodology: To accomplish research, we percent. The second highest percentage of respondents generated 22 items from three independent variable belong to age are 35 and above. This group represents (Destination Image, Religious Motivation and Service 34percent.

Quality) and dependent variable Tourist Satisfaction. Almost half of the respondents (48 percent) monthly We used pilot study with 30 respondents from income is $ 1000 to $ 2999, followed by 34 percent different Islamic tourist destination in Malaysia. respondents monthly income is between $3000 to $4999. During pilot testing, some mistakes were observed in the Whereas 12 percent respondents’ monthly income is were employed a survey via convenient sampling

in Malaysia in June 2012 to August 2012. In addition,

their marital status presents that 43% of respondents were

Table1: Demographic Profile of the Respondents Table 3: Reliability Analysis and Factor Loading

Descriptions Frequency Percentage Cumulative (%)

Gender: Male 148 58 58 Female 108 42 100.0 Age: Below 15 31 12 12 15-24 41 16 28 25-34 97 38 66 35 and above 87 34 100.0 Marital Status: Single 111 43 43 Married 146 57 100.0 Country: Middle East 154 60 60 Asia 67 26 86 Europe 7 3 89 Africa 18 7 96 America 10 4 100.0

Table 1: Demographic Profile of the Respondents

Descriptions Frequency Percentage Cumulative (%)

Profession:

Student 20 08 08

Job Holder 87 34 42

Business Owner 108 42 84

Academician 15 06 90

Home Maker (Housewife) 26 10 100.0

Income:

Below $ 1000 15 06 06

$ 1000-$ 2999 123 48 54

$ 3000-$ 4999 87 34 88

$ 5000 and Above 31 12 100.0

Number of Visitation in Malaysia

1 timest 138 54 54

2 timend 72 28 82

3 timerd 31 12 94

4 time and aboveth 15 06 100.0

Table 2: KMO and Bartlett’s Test

Parameters Value

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .706 Bartlett's Test of Sphericity:

Approx. Chi-Square 4475.920

Df 120

Sig .000

above $5000. 42 percent tourists are business owner, followed by 34 percent job holder, 19.2 and 6 percent respondents were academician. It was the first time visitation for most of the respondents (54percent) and 28 percent respondents visit for the second time. Among the popular Islamic tourist destination of Malaysia, most of the respondents (37.3 percent) visited National Mosque of Malaysia (Masjid Negara), located in Kuala Lumpur. Second most visited destinations were Putrajaya Mosque in Federal Territory Putrajaya with 16.9 percent.

Factors Loading Cronbach’s Alpha

Destination Image .897 DI3 .950 DI6 .941 DI2 .935 DI5 .876 DI4 .591 Religious Motivation .766 RM2 .777 RM6 .709 RM1 .694 RM5 .688 Service Quality .876 REL2 .843 RES1 .839 RES2 .830 Emp1 .821 REL1 .801 Emp2 .786 TAN1 .634 Table 4: Coefficients Standardized Significance

Hypothesis coefficient (Beta) (p value) Remarks

Destination image .524 .000 Supported

Religious Motivation .179 .000 Supported

Service Quality .606 .000 Supported

Dependent Variable: Tourist Satisfaction

Reliability Analysis: To test the goodness of all variables in the test reliability analysis using the Chronbach’s alpha coefficient. Cronbach’s Alpha was chosen to analyze the degree of consistency among the items in a construct. Hairet al., [50] mentioned that the cronbach alpha should be at least 0.70 for the results to be deemed as reliable. In this study the value for each variable is above 0.70 and it indicates that the variables are reliable. The result of reliability analysis is given below.

Exploratory Factor Analysis (EFA): Generally a higher factor loading specifies the stronger affiliation of items to a specific factor. The findings of this research indicate that items of each of the three (3) variables namely, destination image, religious motivation and service quality were homogeneous. One item is close to another item. On the other hand the reliability coefficients of those three factors are: destination image (.897), religious motivation. (766), service quality (. 876), respectively. On the other hand KMO index and Bartlett’s test of sphericity weighed the suitability of the data. According to [50], the KMO value should be higher than 0.5. For this reason the factor loading for all items

exceeding the minimum value of 0.50 were considered in The significant value is smaller than alpha at 0.05 and this study. From the analysis we found our KMO value hypothesis is accepted. Result of this study supported is .706. Beside that the results of Bartlett’s test of similar study in other countries, confirm a positive sphericity are all significant (p= 0.000). Factor analysis relationship between service quality and satisfaction in also confirmed that the construct validity of the scales tourism industry [57-60].

could be performed adequately. Those items that did not

meet the requirement and that were dropped are Conclusion And Direction of Further Study: Destination Image 1, Religious Motivation 3, Religious This empirical study provides evidence that destination Motivation 4, Tangibility 1, Assurance 1 and Assurance image, religious motivation and service quality of tourist 2 of Service Quality. destination is closely associated with satisfaction of the Hypothesis Testing: The causal relationship of the economy of Malaysia, it can be say that major findings of constructs was assessed using regression analysis as this study have significance for policy and managerial

summarized below. implications for the country’s core Islamic tourist

Hypothesis 1: Destination Image has a positive fundamental in extending length of stay, increasing

relationship with Tourist Satisfaction satisfaction and enhancing destination loyalty of foreign

The results of this study show that the association importance of religion motivation to choosing tourist between Destination Image and Tourist Satisfaction is destinations; especially its relation with destination image supported. The multiple regression result shows and destination loyalty.

Destination Image has a beta of .524 and significant p The study suffers from a number of limitations. Even value is .000. The significant value is less than alpha at though the results are interesting and support previous 0.05 and hypothesis is accepted. Therefore proposed studies, there were some limitations. Hence, the results hypothesis is supported. This findings supports the cannot be easily generalized. First of all, this study used previous similar study [32, 34, 51-56]. convenience sampling procedure which is a limitation.

Hypothesis 2: Religious Motivation has a positive procedure with more samples. On the other hand the EFA

relationship with Tourist Satisfaction is difficult to generalize to a larger audience and there was

The association between Religious Motivation investigation, so the quality of questionnaire cannot be and Tourist Satisfaction is supported in this study. ensured.

The multiple regression result shows Religious

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